It was bothering me how the world is nowadays ‚Äď how we approach nudity and sexuality and beauty. I thought it was really, really wrong, and I wanted to create something that goes back to the erotica of the seventies. I was searching for inspiration, and I looked at this magazine Viva, from the late sixties and early seventies, that inspired me. It was a Penthouse publication for women. I thought it was so beautiful and innocent, and very sensual and erotic, but all in very good taste. What happened to all of that? Nowadays, sex and nudity is either so vulgar or so prude. So I wanted to create something inspiring, and beautiful, and sensual, to get people to think in a different way.

The debut was shot exclusively by female photographers: Annie Leibovitz, Ellen Von Unwerth, Paola Kudacki, Emma Summerton, Corinne Day, Camilla √Ökrans… But don’t you dare call it feminist: Rubik says “I would hate anyone to say that the magazine is feminist. I would hope that a man can enjoy it as well.” Because anything “feminist” could never be enjoyed by men. Ugh.